that information, they will gather it whether or not you're aware of it. but all we're doing is permitting our law enforcement officers from having, you know, the tools to go after people who are getting guns illegally, buying them at gun shows and things like that. so one of the things we have to be careful about is that these inauthentic arguments sort of spread through the media, and they spread -- you know, one of the things i talk about in the book is that the fragmentation of media gives consumers more power than ever. you may not feel that way, but you have more power now than media consumers have ever had in history because you can choose where you're going to see something, when you're going to see something, and the technology exists to tabulate that. if you go to a web site, if you go to youtube, if you go to hulu, here or there, people will see that, and can they will know. ten years ago if you weren't in the nielsen family, nobody knew whether or not you were. watching television, and they didn't care. now there are a bunch of different ways for you to express your opinion about what'